IT STARTED WITH BUMBLE

Role
Creative Lead - Production & Post-Production

Client
Bumble Inc.

Brief
Develop four campaign films to highlight specific product features in the Bumble app, aimed at both Gen Z and millennials across 14 international markets. The goal was to drive brand affinity and user acquisition by turning authentic user success stories into high-performing digital content.

Approach
As Creative Lead, I managed the production and post-production pipeline to make sure these four films were finished on time and on budget, while keeping the creative quality high. I led a complex workflow involving our internal video team, external editors, and a post-house. I oversaw everything from the music and sound to the grade, motion graphics, and the final localisation for 14 different markets.

To make sure we were capturing exactly what the company needed, I went to Marseille for the week-long shoot. I made the decision to film in 3:2 (Open Gate) and monitored the technical needs for all our composed shots to make sure they worked for different platforms later.

Working with the design lead and art director, we developed a mixed-media look that layered digital and analogue photography, which we then localised across the campaign. I steered the creative execution for all the edits and motion design while managing workflows across different time zones. Throughout the process, I acted as the main link to senior leadership at Bumble, managing their feedback and securing the final creative sign-off.

Results
Senior leadership called this the best-looking campaign Bumble had ever made. It did more than just look good though, as it drove a lot of engagement within the app.

The films for Opening Moves led to a 26% increase in chat starts overall, with a 29% lift in the US, and boosted quality conversations by 77% worldwide. Interest Badges also saw huge adoption, with 90% of members adding at least two and 60% filling all five available slots.

We adapted every detail, from the voiceovers and subtitles down to the ticket stubs and flyers. This meant the work felt personal to each of the 14 markets while still working on a global scale. These results showed that the campaign actually changed user behaviour and helped people connect in a more meaningful way.